In the pioneer days, customer service at the local general store meant a friendly greeting and wrapping a purchase in brown paper tied with string. Today, customers’ expectations have become far more sophisticated—and so has customer service.
Here are some of the top customer service trends today, as identified by Forrester Research, and what they mean to your business.
- Customers want “pain-free” service. Basically, this means making it easy for customers to get the help they want, anytime, anywhere. For example, customers now expect to be able to use a variety of communications channels to get customer service. Voice is still the number-one channel used for customer service, but self-service, chat and email are all gaining in popularity. Moreover, customers expect the same level and quality of service, whether they’re using the phone or live chat. Finally, they expect to be able to start an interaction in one channel and seamlessly complete it in another.
- Customers are going mobile. Most customers expect to be able to interact with customer service on a mobile device. It’s important you don’t just present a smaller version of your desktop website on mobile; instead, use responsive design to ensure customers can view and interact with your site whether they’re on a tablet, desktop or smartphone. For mobile, your customer service interface should be simple, intuitive and easy to use.
- Customer service is getting proactive. One big trend Forrester noticed: Nearly one-third of bigger companies plan to invest in proactive outbound communications with customers this year. For your small business, that could be anything from calling customers to follow up after a sale, to randomly surveying customers about your service, to using shopping cart software that reaches out with an invitation to live chat when customers’ actions indicate confusion.
- Companies are moving customer service to the cloud. More companies are relying on cloud-based, SaaS solutions rather than installing software. This enables them to keep current on changes in customer service and maintain fluid databases with new knowledge about how to handle customer problems and inquiries.
- Companies are incorporating self-service. Forrester reports that 67 percent of consumers use web self-service knowledge to find answers to their questions. Savvy companies are looking to supplement their own knowledge bases with user-generated content, which enables customer service employees and customers alike to find answers to a wider range of questions and problems more quickly.